A healthcare company with a truly unique niche follows three steps with new patients. First, they get to know the patient as a person, learning about her life story, likes and dislikes. Next, they do a clinical assessment to understand the patient’s physical situation. Only then do they prepare a plan of care. Now switch gears to marketing and try the same thing. How can you get to know your customers or prospects at a deeper level? What research can reveal their deeper needs? Armed with that information, how does your plan change?